Mastering Google Adwords 2011

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  • Good Morning Everyone and Welcome ! Today we will be talking about a sales channel that that delivers your message 24 hours a day, 7 days a week, reaches 114 countries, speaks 100 languages, and is 100% accountable. I will share with you simple, yet ground breaking ways of making this the most effective salesman. methods of creating content for search. Over the past few years I have worked on 100s of websites from large information websites running into 30K pages to lead generation sites. Why is content important?
  • to your RSS feeds. Valuable content will get you powerful links. I will share with you an example of a parenting site that we we are working on. One of the terms we wanted to be found for was baby products.
  • 71% of businesses who have used this medium plan to continue or increase their spend in the coming year. (Source : Fairfax Business Research). Google is used throughout the buying cycle
  • The buying cycle begins with search and search is used throughout the buying process
  • Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
  • Noosa heads resort limited budget $20 per day Noosa accommodation . $3 per click so only 6 clicks per day. Noosaheads resorts -580 searches per month. CPC became 1/3 rd with better conversions
  • Mastering Google Adwords 2011

    1. 1. MASTERING GOOGLE ADWORDS Presenter: Anup Batra 1Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    2. 2. Background ASX Listed Small & Growing Recognition 2Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    3. 3. What We Will Cover The Basics Account Settings Ad Groups Ad Copies Campaign Performance Reducing Wasted Clicks Latest Changes Case StudiesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    4. 4. Agenda 9:30 to 9:45: Introduction 9:45 to 10:30: The Basics (Setting a campaign) 10:30 to 10:45: Questions 10:45 to 11:00: Break 11:00 to 11.30: PPC Strategy 11:30 to 12.30: Refining a campaign 12:30 to 12:45: Break 12:45 to 1:15: Case Studies 1:15 to 1:30: Q&ANot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    5. 5. Exercise 1 • How many leads & sales did you get in the last three months from your website? • How many would you like to get in the next three months ? • How much are you spending on Adwords at the moment per month? • How do you rate your Adwords management: losing money, break even, profitable, super 5Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    6. 6. What is Adwords 6Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    7. 7. What is Adwords • A method of advertising • Search Engines & Social Media Sites • Search & Content Networks • The Process • Not every one makes moneyNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    8. 8. PPC v/s SEO • Liposuction vs Workout • Quick Returns vs Long Term Results • Limited vs Unlimited exposure • More Keywords vs Lesser Keywords • Instant Scalability vs Organic GrowthNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    9. 9. Why Adwords • Quick • Measurable • ScalableNot to be reproduced. www.SearchEngineRankings.com.au www.SearchEngineRankings.com.auCopyright protected
    10. 10. Terminology • Impressions • Clicks • Bid • BudgetNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    11. 11. Key Metrics • Average positions • Cost Per Click • CTR (Click-through-rate) • Number of conversions • Cost per conversionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    12. 12. Creating an Account • Campaigns • Ad groups • Keywords • Ads • Display URL • Destination PageNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    13. 13. Campaign ViewNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    14. 14. Campaign Settings • Location • Bidding method • Networks • Ad-scheduling • Demographics • Ad Extensions-site linksNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    15. 15. Campaign SettingsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    16. 16. Ad DistributionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    17. 17. Geo TargetingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    18. 18. Location SelectionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    19. 19. Keyword SelectionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    20. 20. Location & Preferences • Country • State • City • Suburb • Set of suburbsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    21. 21. Distribution and Networks • Search • Content • PlacementNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    22. 22. Improving CTR Segmenting : • Search type • Product • Brand Ad copy & multivariate testing -ve keywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    23. 23. Q&A 23Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    24. 24. Exercise: PPC Strategy • What are your competitors doing? • Who are your prospects & where? • How do you stand out-DNA, sex appeal? • How much can you pay for an enquiry/sale?Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    25. 25. Choosing Keywords • Domination vs Penetration • Search Intent • High Traffic vs Long Tail • CompetitionNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    26. 26. Keyword Tools • Google External Keyword Tool • Google Traffic Estimator • Keyword Spy • CompeteNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    27. 27. Types Of Keywords • Primary, secondary & tertiary • Broad, narrow & exact • Generic & branded • Based on search intent • Based on stage of buying cycleNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    28. 28. Destination Pages • Relevance • Persuasiveness • URL’s • Call to action • Credibility • Look naturalNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    29. 29. Example:Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    30. 30. Placement Targeting • Competitors • Industry sites • Comparison sites • Regional sites • News sitesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    31. 31. Understanding Your Target • Getting into the mind of your prospect • What are their desires? • What are their fears? • What makes them tick? • What is it in your product/service which will resonate with your prospect?Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    32. 32. Google Ad Copy • Line 1 – Keyword match • Line 2 – Why you • Line 3 – Call to action Examples: L1 – New Nissan Micra L2 – Melbourne’s largest Nissan Dealer L3 – Limited Stock. Great DealsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    33. 33. Split Testing • People buy from you for different reasons • Try different messages to see which works best for you • Keep selecting ads and ad copy based on responseNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    34. 34. Split Testing (Cont’d) • Campaign settings for split testing to work. Advanced options > Ad serving: Set to Rotate: show all ads equally • Which ad do I scrap? • New Google featureNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    35. 35. Optimise For Conversions 35Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    36. 36. Key Metrics • CTR • Conversions • What works better – Keywords – Ad copies – Landing pagesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    37. 37. Break 37Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    38. 38. Rationalising Keywords • Which keywords are getting clicks? • Which keywords are earning you money? • What to do with non-performing keywords? • Coming up with new keywords which fewer people are tryingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    39. 39. Strategies For Reducing Costs • Reducing bid • Go niche • Reduce wastage • Strategic search marketing • Strategic placement targetingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    40. 40. Examples: 40Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    41. 41. Examples: 41Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    42. 42. Increasing Conversions • Guided navigation • Soft v/s hard offers • Shipping policy • Returns policy • Checkout processNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    43. 43. Increasing Conversions • Strategic placement of offers • Regional display • Tools for engagement e. g. quizzes, calculators etc., 43Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    44. 44. PPC Myths • Cost Per Click is very important • Spending less is better • Bigger players win • Google is where everyone goes • It is easy to set-up and manage an ad words campaignNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    45. 45. Common Mistakes • Testing on a very low budget • Bidding too low in the beginning • Too many keywords in one adgroup • Making an adwords campaign and forgetting about itNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    46. 46. Common Mistakes • Not measuring returns on investment • Focusing on clicks as a measure of success • Looking at volume of enquiries and not quality • Not leaving contact details on the websiteNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    47. 47. Turning Around A Campaign • Campaign Structure • Improving CTR • Adcopy • KeywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    48. 48. Turning It Around • Improving conversion rate • Reducing wasted clicks • Fresh thinking: fresh campaigns • Increasing reachNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    49. 49. Overnight OverhaulNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    50. 50. Injecting Fresh BloodNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    51. 51. How To Outperform Competition • Don’t do what everyone does • Lifetime value of a customer • Demos and free trials • Puppy dog products/services • Call to action/offers • Geographic and demographic targetingNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    52. 52. Managing A Large Campaign • Strategy • Competition • Structure • Tools • MeasurementNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    53. 53. Good Structure • Multiple ad groups • Multiple ad copies • Split Testing: minimum three per ad groupNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    54. 54. Integrating PPC with SEO • Conversion rates increase when we combine PPC with organic rankings • Use your meta-description to sell • Decide which keywords for SEO and which ones for PPCNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    55. 55. Integrating PPC with Offline Media • TV • Radio • Print • Newspaper: National or LocalNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    56. 56. PPC For Occasions • Mother’s Day • Fathers Day • Birthday • Valentine’s Day • ChristmasNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    57. 57. DIY vs. Outsource • Time • Money • GoalsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    58. 58. Reducing Wasted Clicks • Improving quality score • Use of negative keywords • dynamic keywords • Optimal structure • Uncover niche keywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    59. 59. Latest Changes In Adwords • Sitelinks: links to website subpages • Audience Targeting: display campaigns • Remarketing: add a remarketing tag to your website pages.November 15, 2012 59 © Arrow Internet Marketing 2011Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    60. 60. Case StudiesNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    61. 61. Case Study: Home Loans • Started Adwords with $1000/month • Got fifteen leads for the spend • Persuasive content, call to action on targeted pages and planned forms • The company now spends 20k per month on Google Adwords and gets 400 leads per monthNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    62. 62. Case Study: Telco and ISP • Client spend $60k/month • Reduced $20k spend in the first month without reducing leads • Installed conversion tracking to find wasted clicks from generic keywords like ‘internet’ and ‘broadband’ • Introduced new ad groups and keywordsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    63. 63. Case Study: Gift Vouchers • Inherited a complex campaign • Created fresh ad copy • Rationalised keywords • Launched new campaigns for profitable productsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    64. 64. Turning It Around • Average sale value $ 150 • Cost per sale • .5% conversion • 1 in 200 clicks converting to sale • Mandate from CEO to turn it around • Now cost per sale $ 11 while CPC remains the sameNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    65. 65. Recruitment • Google • Content Network • Facebok • LinkedinNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    66. 66. In Summary • Familiarise yourself with all the tools available • Invest in tools, resources and expertise. • Strategically leverage adwords to boost your sales & profitsNot to be reproduced. www.SearchEngineRankings.com.auCopyright protected
    67. 67. Q&A Arrow Internet Marketing Level 1, 412 Collins Street Melbourne 3000 P: 1300 766 665 E: anup@arrowinternet.com.au 67Not to be reproduced. www.SearchEngineRankings.com.auCopyright protected

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